Recyclable is the leading category in sustainable packaging claims for F&B launches. Innova Market Insights data indicates that recyclable packaging claims experienced a global 7% growth from Jul 2018 to Jun 2023 (CAGR). These claims were applied to products packed in materials like Plastic – Not Specified, Carton and Plastic – PET. Additionally, the utilization of alternate materials for recyclable claims has surged in the last five years. Bio-based materials have furthermore witnessed a steep growth of 78%.
According to data from Innova Market Insights, consumers view glass as a sustainable material for F&B packaging, with 34% of global consumers considering it to be very sustainable. In addition, 65% of consumers separate glass packaging in their household for recycling purposes.
Innova Market Insights data indicates an increase in festive-themed F&B packaging launches globally. Brands give familiar foods and drinks a holiday makeover, turning everyday products into giftable treats with packaging that feels festive and special.
Innova Market Insights data indicates an increase in premium product launches for F&B, with an average annual growth rate of 7% between October 2020 to September 2025. The majority of these launches occurred in the Hot Drinks, Snacks, and Confectionery categories. Meat Substitutes with a premium claim recorded the strongest growth rate over the five-year period.
Innova Market Insights data showed an average annual growth of 10% in F&B launches with a Responsible Source claim from October 2020 to September 2025. Dairy and Soft Drinks had the largest share of these launches. The greatest five-year increase in the Responsible Source claim was seen in packaging within the Spreads category.
Innova Market Insights data shows an average annual growth of 19% in Halloween-themed F&B launches from October 2020 to September 2025. 49% of these launches were in Confectionery, and 17% of Halloween-themed launches were in Bakery. Brands are introducing new products with fun, spooky-themed packaging or adding a thematic twist, such as glow-in-the-dark packaging.
Innova Market Insights data shows consumers care about Household Packaging sustainability. Globally, 42% of consumers say it is essential that Household Packaging is recyclable. For one-third of consumers, refillable Household Packaging is the most important feature. Consumers also prioritize biodegradability, with 36% choosing this criteria as the most important environmental claim.
